Haagen Dazs Free Ice Cream 2011?

Is it true that today, May 10, 2011 Haagen Dazs is giving away free ice cream?
I was told about this by my coworkers but I'm asking here because I think they're trying to prank me.
I haven't found anything about free Haagen Dazs ice cream on May 10, does anyone know if it's in fact true?
Are all locations of Haagen Dazs participating in this offer?

From 4 p.m. to 8 p.m. at participating locations, Haagen-Dazs will be giving out free ice cream of your choosing.

If you need to know exactly how much time is left until you can get a scoop of any flavor on the house, check out Haagen Dazsís Facebook page.
Haagen-Dazs ice cream contains only the finest and purest ingredients from around the world.

If you want to see if a shop near you is participating, check Haagen Dazs's website for all the details.